Abstract
Face concern is an indigenous Chinese concept that influences people's behaviors. This study examines the effect of face concern on Chinese (n = 352) and Canadian (n = 295) university students' leisure travel. Three research questions are addressed: (a) is face concern more important for Chinese students than Canadian students? (b) Does gender affect face concern? And (c) does the interaction between culture and gender affect face concern? Findings indicate that: (a) Chinese students rate mutual- and other-face concern higher, whereas Canadian students rate self-face concern higher; (b) female students rate mutual-face concern higher; and (c) the interaction between culture and gender is not significant. Results contribute to a cross-cultural understanding of face concern and its effects on students' travel.
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